• by Steve McClellan  @mp_mcclellan, September 23, 2022

Kohler is giving its Sterling line of plumbing supplies a big promotional boost with a major ad campaign created in partnership with marketing agency PMG. Kohler says it’s the first integrated mass market campaign for the Sterling brand.

The new campaign targets both plumbing pros and DIYers and celebrates the ways plumbers get the job done. It also celebrates plumbers as people. “Ricky,” for example, is portrayed as a fixer, a finder, a contortionist and a rockstar (of sorts).

Sample the work here and here.

The new campaign includes 30-, 15- and 6-second ads running across addressable TV and CTV targeting programming on networks like AMC, ESPN, HGTV among others. There are also video buys via YouTube and The Trade Desk, as well as social ads targeting professional trade communities across Meta, Reddit, Next Door and more.

“Advertising home products to professionals has become harder to break through with a meaningful message” says Kyle Kelley, executive creative director, PMG. “This campaign is about more than sinks and showers. It elevates the industry and builds a brand by combining data-driven strategy and insights, creative, and media together to honor and connect with the plumbing profession in culturally relevant ways.”